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01/10/2025 | Press release | Distributed by Public on 01/10/2025 11:37

The Week in Consumer Packaged Goods: January 10, 2025 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

Tide partners with Marvel for new campaign to promote "Captain America: Brave New World"

Tide just announced that it'steamed up with Marvel Studios ona new campaigncalled "Collateral Stains" tied to the upcoming release of "Captain America: Brave New World," in theaters Feb. 14. The campaign centers aroundcitizens in the Marvel Cinematic Universe who encounterstains "that occur by virtue of being courtside to action-packed superhero moments," and then useTide Oxi Boost Power Podshelp them get the "most powerful clean," per a brand announcement. To promote the campaign's launch, the P&Gbrand is hosting an immersive (and apparently messy) "Collateral Stains Screening"on Feb. 13 in Brooklyn, where select fans will get to watch "Captain America: Brave New World" while "experiencing collateral stains as if they were on the periphery of the action." Fans can enter for their chance to attend by commenting on one of Tide's campaign-related Instagram posts using the hashtag #TideSweeps.

More CPG campaigns and partnerships:

Frito-Lay launches Super Bowl "countdown clock" challenge with Reggie Bush

With the "biggest snacking day of the year" (Super Bowl Sunday) fast approaching, Frito-Layjust launched a competition that challenges fans to "stop a countdown clock at exactly 5.90 seconds" in a nod to Super Bowl LIX (i.e., 59), Brand Innovators' Aaron Baar reports. Now through Jan. 27, fans can scan a QR code on select Frito-Lay snacks - including Cheetos, Doritos and Lay's- or go directly to TasteOfSuperBowl.comto try their hand for the chance to enter to win the opportunity to launch the confetti at Super Bowl LIX in New Orleans on Feb. 9. Frito-Lay has partnered with NFL running back Reggie Bush to "provide tips about using agility, precision and speed to stop the clock at just the right moment," Baar writes.

More brand activations and promotions:

Nescafélaunches Espresso Concentrate for café-style iced beverages at home

Nescafé just announced NescaféEspresso Concentrate, aliquid concentrate designed toenable "coffee lovers to create custom iced espresso beverages at home"- just add ice and milk (or water). Made with 100% Arabica beans, itcomes in 300 mL bottles (good for approximately 20 servingsof espresso) in two varieties: black and sweet vanilla. The $9.49 (MSRP) product starts hitting retailers nationwide in February.

More CPG product launches:

Manly Man Co. unveils updated "laser-etched" Meatheartsgift in time for Valentine's Day

Manly Man Co.just unveiled what it's calling "the ultimate Valentine's Day gift for men": Meathearts Version 6.0. Known for its comical Valentine's Day gifts for men, such as the Beef Jerky Flower Bouquet, Manly Man's latest offering features a jerky in newly designed heart-shaped packaging, with sayings such as "Beef Mine" laser-etched on each piece. Meathearts Version 6.0 is available at Manlymanco.comstarting at $27.50.

More Valentine's Day product launches:

Ragúreleases limited-edition hot saucecollection with YouTube series "Hot Ones"

Sauce brand Ragújust announced the launch of a limited-edition collaboration with "Hot Ones,"the hit YouTube series where host Sean Evans interviews celebrities while they attempt to consume rounds of hot wings. Blending "the classic comfort of delicious, top-quality Italian sauces with the heat of Hot Ones fan-favorite hot sauces," the Ragú x Hot Ones Limited Edition Heat Packfeatures three 14-ounce jars of sauce, with each flavor - Fiery Garlic, Chipotle Blaze and Chile Inferno - progressively hotter than the last, per a brand announcement. The collection is available for a limited time for $9.99 at Amazon.comand Kroger's family of retailers, including Fry'sand Fred Meyer.

More notable brand collabs: